This is a wise lesson for anyone to learn ... Acting with class ALSO produces positive PR
I hope to catch a glimpse of this collection before it's no longer together ...
Christie’s has arranged a three-month tour of highlights from legendary film star and jewelry aficionado Elizabeth Taylor’s extensive jewelry collection that will begin in September.
The public exhibition The Collection of Elizabeth Taylor is scheduled for Dec. 3–12. Christie’s New York will devote its entire gallery space to the exhibition and sales.
A portion of the sales generated by exhibition admission, events, and publications related to the sales will be donated to The Elizabeth Taylor AIDS Foundation.
Auctions begin Dec. 13., with the Legendary Jewels, Evening Sale.
This article reminds me of how to attract media. I think this tour will at least achieve a media coverage success. It meets the three essential requirements of grabbing media attentions: (1) a special event associated with company's goals; (2) a good strategy of aligning with charity; (3) a newsworthy benefit for the reporters.
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